Naked to take Thredbo in new direction
Communications agency Naked has been appointed as agency of record for ski resort Thredbo, ousting incumbent Clemenger BBDO.
Ideas director Jonathan Pease told Mumbrella that the agency has devloped a new idea, which would be breaking “imminently” and certainly before the ski season, which begins in mid June.
He said: “There will be a broadcast mechanism but we haven’t decided on a medium, although it could be television or cinema.”
He added: ‘There won’t be a traditional agency involved – we’ll potentially work directly with a production company – whoever’s best for the job.”
The win is Naked’s third in recent weeks – it picked up New Zealand vodka brand 42Below and another brand that has not yet been announced.
Thredbo’s marketing director Chris McGlinn said “We were impressed with Naked’s strategic insight and passion for big ideas. We’re really excited about developing some great creative work with them.”
The new strategy appears to mark a shift of direction from the “What Goes On In Thredbo…” positioning:
And prior to that, Thredbo was promoted through Campaign Palace’s Ski Thredbo: You’ll Like It campaign:
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“… He added: ‘There won’t be a traditional agency involved – we’ll potentially work directly with a production company – whoever’s best for the job.”
So, am I missing something, or is Naked now ‘potentially’ working to essentially the same model as traditional ad agencies? On this client at least.
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I hear they adapt their model depending on the needs of the client.
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Well it cannot be short of time, those boofheads that created the “what goes on in Thredbo” campaign and the “slash wrist” campaigns before it certainly didn’t understand what Thredbo is or what Thredbo’s clientelle is. They seemed driven to make Thredbo compete with Perisher with its snowboarder image for which it is not. Maybe RUDE will finally put some style back into the way the village is marketed.
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Anything better than the ‘you’ll like it’ period – the most ridiculous phrase for the most invigorating activity in the most beautiful location. Whoever came up with that weak line deserves to be removed. ‘thredbo…yeah, I’ll guess you’ll like it. You won’t love it, but it’s ok…’
Very keen to see what naked will come up with for this one. Hopefully something a little less half arsed, and hopefully not just aimed at piss head skiers ( what goes on it thredbo) – seems like the last two campiagns were based on zero customer insight.
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So will the new thredbo campaign be: Hi I met this guy, but I didnt get his name but he left his ski’s – so im looking for the snow -cinder-fella? LOL
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About time Thredbo changed advertising companies maybe they might finally get it right … they have done a pretty poor job over the last decade!
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Maybe at the same time they can give THREDBO management a hand at marketing themselves, unfortunately the incompetance begins there. They had every opportunity this weekend to really give this season a real marketing push by opening a lift and get some skiing going, just like Mt Hotham. THAT would have done more good than a 1000 ad campaigns,,, by the way Thredbo, where were you on the news this week ???
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I totally agree with Sass .
The have a lift already operating, ski instructors and ski patrol staff in the village and good snow if even they opened just from Black Sallees to Bunny Walk. What a great marketing opportunity it could have been with the Minister The Hon. Carmel Tebbutt, NSW Minister for Climate Change and the Environment in Thredbo for the Alpine Resorts Sustainability Forum being held 30 April – 2 May.
Does Thredbo’s management and marketing all have their heads in the sand or are they just lazy… happy in their own cushy job and not wanting to make any effort to rock their comfortable little boat.
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I have heard from a reliable source that Perisher Blue not only has been making snow all week on the Front Valley area but the management is planning an early season opening mid May, conditions permitting.
Keen skiers were seen having a few runs on Perisher’s Front Valley yesterday
WAKE UP Thredbo!!!
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I cannot beleive this forum but here’s my 20cents… They call themselves management and marketers, unfortunately Thredbo has neither. As Sass said, one days of skiing up on Merrits would have done more good for this seasons promotion than a million dollars of TV advertising whcih they only end up doing in Canberra anyhow. I think its time for more than a change in just the Advertising Agency !
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I just heard about this but, the past week was the perfect week with very cold temps to build mountains of snow over the cover that fell last week, It would have guaranteed the season, i don’t know about marketing but my guess is that this would have been great marketing also.
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My, my. This thread has suddenly leaped into life, has’t it?
Snowmaker, Switched Off, Sass and About Time – perhaps you should have this conversation among yourselves, as you appear to have the same IP address.
And Elizabeth and Maria, the same goes for you too.
Cheers,
Tim – Mumbrella
Maximum kudos to the all-seeing, all-knowing Mumbrella!!
Hey, I think some bloke left his Witchery jacket on the ski lift …
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You are quite rigtht Tim about the same ip address. I tried to send my comment several day ago but no luck so did so tonight from a friends (Maria’s) computer, as I am staying with her for the weekend. She had also sent me the original link to Mumbrella.
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I am pretty sure Thredbo has a no wanker policy this year so guess I won’t be seeing you lot on the slopes.
Less whinging more skiing. Lets get excited about what is going to be the best season this country has seen in years!!
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Ant:
You may have to revise your opinion.
I didnt see you out there on the white stuff over the last 9 days. Several of us have already baptised our boards and skis … a long walk up but worth it!
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